More than 92 percent of Americans 11 and older listen to the radio each week.
As a business, this means you have an audience of more than 235 million listeners with a single radio ad. To say that the potential market is remarkable would be an understatement. However, not all radio advertisements are the same. To be sure, many radio commercials are so full of nonsense that listeners quickly tune out.
That’s why you need a great script that creates conversions and blows you away before you spend your hard-earned change.
So how can you do that?
There are two ways: hire a freelance writer or write the script yourself. Whichever route you choose, there are ways to make the process more efficient.
Hire a freelance writer
Hiring a freelance writer can definitely save you countless hours and endless stress. However, that does not mean that you can get down to business and say goodbye to any job.
As any experienced copywriter can attest, it can be an incredible struggle when clients don’t give you a full idea of what to expect. Similarly, there is no shorter path to the Land of Disappointment than the one faced by clients who are handed a script that does not meet their expectations or hopes.
Project template
Enter: Project Template
No matter what type of copywriting project you are outsourcing, it is important to be very clear about your expectations up front. This helps your writer and you too. Here’s a template that can give your copywriter – and your project – the best chance for success.
Client: That’s you!
Project description: What is the deliverable? How does this fit into the big picture of your marketing strategy?
Purpose: Do you want to generate traffic on your website? Sell a product? Encourage people to attend an event?
Target audiences: Qualify and quantify the ideal audience, describe relevant aspects (socioeconomic, gender, locality, age)
Positioning:What strengths, weaknesses, opportunities and threats does your company face?
Proposal of foundation : Why should anyone believe what you are saying?
Desired tone: This is huge! Do you want the script to be informal or not? Humorous? Sincere?
happy: Is there anything specific you want to see communicated in the script?
Next steps: Specify what you expect to receive and by what date.
Optimal length of a radius dash
When it comes to content, longer is not always better.
Traditionally, advertisers have used 60 second banner ads. Now they are faced with a new question: What commercial length of radio will provide my business with the highest return on investment?
In 2005, Clear Channel launched an initiative called “Less is More”, which promoted a commercial duration shorter than the standard 60 seconds. This is a smart sales strategy, but is it suitable for you to meet your marketing goals?
When choosing the desired length, there are two main elements to consider: your message and the cost of your campaign. How can you get your message across in a way that stands out from the other noise AND how can you do it in the least amount of time (aka money) possible?
Types of call-to-action statements
Professional writers have a huge repertoire of call-to-action statements stored in their memory bank. In case you don’t, here are some verbs to help you on your way: Buy, learn more, ask, spend time, contact, search.
Enter, exit
Being concise is the name of the game when it comes to collateral. Consider what your competitors are doing and how you want to position yourself among them. Above all, remember the golden rule of advertising: what doesn’t help only hurts.